MAC

Cosmetics' Experience Center Blurs Physical & Digital Realms

Shopper Experience

28 February 2019

After six months of researching the way that Gen Z consumers in China are likely to purchase makeup, MAC Cosmetics introduced an interactive Experience Center that bridges the gap between online and offline experiences.

(Author : Laura McQuarrie)

Upon entering the MAC store in Shanghai, China, visitors are invited to scan their phone to check into MAC’s WeChat mini-program, which offers a personalized greeting and goes on to become the touchpoint for the shopper's in-store experience.

Consumers are able to discover dozens of makeup shades in a matter of seconds with a virtual makeup mirror and discover their exact foundation shade with an infrared touchscreen. Shoppers can also browse palettes created by influencers or generate their own 3D-printed palette—for convenience, the payment and pickup of one's customized product are coordinated through the WeChat mini-program.